One of our biggest ecommerce clients has had great overall performance and ROAS using traditional link ads in Facebook’s News Feed. We wanted to try to extend that success further by testing Facebook’s multi-product ads. We were thrilled with the results.

1. Facebook Multi-Product
Ads for Ecommerce
a mini case study

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One of our biggest ecommerce
clients has historically had great
overall performance and ROAS
using traditional link ads in
Facebook’s News Feed.

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These:

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In June, we wanted to see if we
could extend that success further by
testing Facebook’s multi-product
ads.

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These:

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Over 10 days, we spent $11k on
each ad type.

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Over 10 days, we spent $11k on
each ad type.
Our results?

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40%Cheaper Cost Per Click (CPC)

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75%Increase in Click Through Rate (CTR)

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26%Decrease in Cost Per Acquisition (CPA)

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26%Decrease in Cost Per Acquisition (CPA)

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45%Higher Return on Ad Spend (ROAS)

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45%Higher Return on Ad Spend (ROAS)

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There are a few best practices we
suggest based on our test:

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1. Use the
Facebook
Creative
Rotating Tool

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Facebook’s auto-optimize
feature rotates each ad within the
multi-product ad so that the creative
that is getting the most conversions
will be the first in the ad’s series.

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TIP: For some
campaigns, this
would be the wrong
way to go if you’re
using MPAs to tell a
story with creative that
requires a specific
sequence.

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2. Shorten the Funnel
Send users directly to the product
you’re showing in your ad.
We’ve had success sending people
to a broader category page in order
to let them shop around, but with
this test, the MPAs really killed it
when the destination was the exact
product we showed in the ad’s
image.

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3. Mobile, mobile, mobile.
Desktop didn’t work well (for
shopping, who woulda thought!), so
don’t forget to split your tests by
device type – test mobile phones vs.
tablets at the mobile level as well.

20. info@orionckb.com
www.orionckb.com
20
Want to see if multi-product ads can make
a world of difference to your campaigns?
Get in touch:
info@orionckb.com
www.orionckb.com